Group 1 HRM– Project

HUMAN RESOURCE MANAGEMENT (JAN. 2023 BATCH)

PROJECT REPORT ON

GOOGLE

Submitted To & Project completed under the guidance of

Prof. Joseph Roche

Professor
Alliance university, Bangalore

Submitted on 8th April 2023

Submitted By:
GROUP - 1

DESHMUKH VISHVAJEET VIJAYKUMAR

NANDIVADA RAMANA SANDEEP
SUNITH KUMAR S
ANJANA G
THARINI S A

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Declaration
This is to declare that the report titled “PROJECT REPORT ON GOOGLE” has been prepared for
the partial fulfilments of the course: Human resource management in semester 1 by our group 1 at
Alliance University Bangalore under the guidance of Prof. Joseph Roche.

We confirm that this report truly stands for our work undertaken as a part of us during semester
assessment. This work is not a replication of work done previously by any other person or group. We
also confirm that the contents of the report and the views contained therein have been discussed and
deliberated with Prof. Joseph Roche.

SIGNATURE OF STUDENTS

1. DESHMUKH VISHVAJEET VIJAYKUMAR

(PROV/MBA-1-23/001)

2. NANDIVADA RAMANA SANDEEP

(PROV/MBA-1-23/002)

3. SUNITH KUMAR S
(PROV/MBA-1-23/004)

4. ANJANA G
(PROV/MBA-1-23/057)

5. THARINI S A
(PROV/MBA-1-23/063)
Group 1 HRM – Project

Master of Business Administration

Certificate

This is to certify that Deshmukh Vishvajeet Vijaykumar, Nandivada

Ramana Sandeep, Sunith Kumar S, Anjana G AND Tharini S A have
completed the report titled “PROJECT REPORT GOOGLE” under my
guidance for the partial fulfilment of the Course: Human Resource
Management in semester I by group 1 at Alliance University Bangalore
under the course
“Master of Business Administration”.

Signature of the faculty guide:

Name of the faculty guide: Prof. Joseph Roche.
Group 1 HRM – Project

Table of content
SR.NO PARTICULARS

1) General Business Introduction

2) The Strategic Goals and Objectives

3) The Business Strategy Employed

4) The Competitors

5) Workforce diversity, technological innovation & globalization

6) Google Recruitment Process

7) How Google Does Employer Branding

8)

9)
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General Business Introduction:

Google is a multinational technology company specializing in internet-related services and
products. The company was founded in 1998 by Larry Page and Sergey Brin while they were
Ph.D. students at Stanford University. The current CEO of Google is Sundar Pichai. Google's
primary service is its search engine, which enables users to search the internet for information.
There are over 150 million internet searches that Google handles per day. Google also offers a
range of other products and services, including email, online document creation, online
mapping, social networking, and video sharing services.

It has been referred to as "the most powerful company in the world" and one of the world's
most valuable brands due to its market dominance, data collection, and technological
advantages in the area of artificial intelligence. Its parent company Alphabet is considered one
of the Big Five American information technology companies, alongside Amazon, Apple,
Meta, and Microsoft.
Google has a vast variety of products with it which helps the consumers in multiple ways.
They are Android, Google AdSense, Google Analytics, Google Alerts, Google Allow, Google
Assistant, Blogger, Google Books, Google Calendar, Google Chrome, Google Classroom,
Google Docs, Google Drive, Google Earth, Google Groups, Google Images, Google Images,
Google Maps, Google News, Google Pay, Google Products, Google Search, Google Shopping,
Google Translate, Google Sites, Google Video, Google+, Gmail, Hangouts, YouTube and
many more.

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The Strategic Goals and Objectives:

Google's main strategic goal is to organize the world's information and make it universally
accessible and useful. This goal is reflected in the company's mission statement, which reads,
"to organize the world's information and make it universally accessible and useful." Google
aims to achieve this goal through various initiatives, such as improving its search algorithm,
expanding its product offerings, and investing in emerging technologies such as artificial
intelligence and machine learning.

Google wants to have an improved infrastructure to make their engineers more productive.
They want to expand the workforce for anticipated growth, expand further into international
markets, and continue developing new products.

It also focuses on innovation and making sure that their tools are running everywhere.
Similarly, competitors like Apple and Facebook has been attacking Google from all side so
they focus on development and research to bring new products to users.

Some of the Important strategic goals and objectives are given below:
Providing the best search experience: Google's main objective is to provide the best search
experience to its users. This includes delivering accurate, relevant, and up-to-date information
quickly and efficiently.
Expanding into new markets: Google's second strategic goal is to expand into new markets
and geographic regions. This includes developing new products and services that cater to the
needs of users in different parts of the world.
Developing new products and services: Google is constantly developing new products and
services to meet the changing needs of its users. Some of its recent developments include
Google Assistant, Google Home, and Google Cloud.
Diversifying its revenue streams: Google's business model is primarily based on advertising
revenue, but the company is actively working to diversify its revenue streams. This includes
developing new products and services that can generate revenue in different ways, such as
subscription-based services.
Improving user privacy and security: Google is committed to protecting the privacy and
security of its users. This includes developing new technologies and policies to keep user data
safe and secure.
Investing in research and development: Google invests heavily in research and development
to stay at the forefront of the technology industry. This includes funding new projects and
partnerships, as well as acquiring other companies and technologies that can help
drive innovation.

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The business Strategy Employed:

 Google’s Generic Strategy (Porter’s Model)

Google's generic strategy is based on Porter's model of competitive advantage, which
emphasizes the importance of choosing a clear and distinct competitive position in the market.
Specifically, Google uses a differentiation strategy, which involves creating unique and
valuable products and services that are not easily replicated by competitors.
This differentiation is primarily achieved through Google's advanced search algorithms,
which deliver more accurate and relevant search results compared to other search engines.
Additionally, Google offers a range of innovative products and services, such as Google Maps,
Google Docs, and Google Assistant, that provide unique value to users.
Google's differentiation strategy is supported by its strong focus on research and development,
as well as its willingness to experiment with new technologies and business models. This has
allowed the company to maintain a leading position in the search and technology markets, and
to expand into new areas such as cloud computing, artificial intelligence, and
autonomous vehicles.

 Product Strategy through Product and Service Diversification

Google's product strategy is centered around diversification of its products and services. The
company has expanded beyond its core search engine offering to develop a wide range of
products and services that are integrated with its search platform and leverage its expertise in
data analytics and machine learning.

Some of the major product and service diversification initiatives undertaken by Google include:

1. Google Cloud Platform: Google offers a range of cloud-based services that allow
businesses to build, deploy, and manage their applications and data on Google's
infrastructure.
2. Google Workspace: Google offers a suite of productivity and collaboration tools,
including Gmail, Google Docs, Google Sheets, Google Slides, and Google Meet, that are
designed to help individuals and teams work more efficiently.
3. Google Maps: Google offers a mapping and location-based service that provides users
with real-time traffic updates, directions, and local business information.
4. Google Assistant: Google's virtual assistant is designed to help users manage their daily
tasks, answer questions, and control their smart home devices.
5. Google Ads: Google's advertising platform allows businesses to create and manage
digital advertising campaigns across Google's search, display, and video networks.

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Google's product and service diversification strategy has allowed the company to expand its
revenue streams beyond its core search advertising business and to create new growth
opportunities. Additionally, by integrating its products and services with its search platform,
Google can provide a seamless user experience across its ecosystem of products and services.
Acquisition is a notable market entry strategy. Google has successfully expanded its Internet
empire through several large-scale acquisitions. One of these includes a USD 1.65 billion stock
deal to acquire YouTube in 2006. It also acquired Skybox Imaging in June 2014 at USD 500
million to obtain its satellite technology and improve the accuracy and clarity of Google Maps.
Google also extended its online advertising business when it acquired DoubleClick in 2007 at
USD 3.1 billion.
The acquisition of the Android mobile operating system in 2005 at USD 20 million is another
notable business strategy made by Google. This move was partly responsible for popularizing
the smartphone and tablet markets, as well as for helping the company establish its firm grounds
on the consumer electronics market and compete alongside the iOS operating system of Apple
in the smartphone and tablet market segments. After all, the operating system has enabled the
company to extend its Internet-related and products to mobile users while also exploring other
mobile-related technology ventures.
As an expansion strategy, acquisitions have enabled Google to enter new markets and improve
existing market shares. Moreover, as a technology strategy, these acquisitions have expanded its
technological capabilities by empowering existing products and services and exploring other
valuable technology-related ventures. These acquisitions have allowed Google to corner the
diverse market of technology-dependent consumers.

 Expansion Strategy through Company and Product Acquisition

Acquisition is a notable market entry strategy. Google has expanded its Internet empire through
several large-scale acquisitions. Google has a long history of using acquisition as a strategy for
expanding its business and product offerings.

Some of the notable acquisitions made by Google include:

YouTube: In 2006, Google acquired the popular video-sharing platform YouTube, which has
since become one of the most visited websites in the world.

DoubleClick: In 2007, Google acquired DoubleClick, a digital advertising company, which has
allowed the company to expand its advertising capabilities and offer more targeted and
personalized advertising to users.

Android: In 2005, Google acquired Android, a mobile operating system, which has since
become one of the most widely used mobile platforms in the world.
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Nest: In 2014, Google acquired Nest, a smart home device company, which has allowed the
company to expand its offerings in the growing smart home market.

Fitbit: In 2019, Google acquired Fitbit, a wearable technology company, which has allowed the
company to enter the fast-growing wearables market.

Google's acquisition strategy is focused on identifying companies and products that

complement its existing offerings and provide new growth opportunities. By acquiring these
companies, Google can expand its expertise and capabilities in new areas and enter new
markets. Additionally, by integrating these acquisitions into its ecosystem of products and
services, Google can provide a more seamless user experience and capture more value from its
users.

 Revenue Strategy through Online Advertising

Advertisers buy or place advertising spots on varied online platforms through different
agencies or ad networks. Google offers various online advertising solutions to businesses to
help them generate revenue through targeted advertising.
Some of the popular online advertising solutions provided by Google are:

Google Ads: This is a paid advertising platform that allows businesses to create and display
ads on Google search results pages, websites, and mobile apps.

Google AdSense: This is a program that allows website owners to monetize their online
content by displaying relevant ads on their website.

Google Ad Manager: This is a complete ad serving platform that allows businesses to manage
and optimize their advertising inventory across various channels.

Google's online advertising solutions are designed to help businesses reach their target
audience more effectively and efficiently, thereby increasing their revenue. These solutions
use advanced targeting and optimization techniques to deliver relevant ads to the right
audience at the right time. They also provide detailed performance metrics and analytics to
help businesses track the success of their online advertising campaigns and make data-driven
decisions to improve their revenue strategy.

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 Vertical Strategy through Industry interdependence

The creation of interdependence across different industries and sectors through vertical
integration or alignment. Google is a company that operates across various verticals or
industries, including search, advertising, cloud computing, mobile operating systems, and
hardware, among others. The company's success in each of these verticals is largely dependent
on its ability to create interdependencies between them. In other words, the success of one
vertical is often intertwined with the success of others.
For example, Google's search business is closely linked to its advertising business. The more
people use Google to search for information, the more opportunities there are for advertisers to
reach those users through Google's advertising platforms, such as Google Ads and Google
AdSense. Similarly, Google's cloud computing business benefits from its expertise in data
analytics, which it has developed through its search and advertising businesses.
Google's mobile operating system, Android, is also an important part of the company's vertical
strategy. By providing a free and open-source operating system, Google has been able to build a
large user base and establish relationships with hardware manufacturers. This, in turn, has
helped to promote the use of Google's other services, such as search, advertising, and cloud
computing, on mobile devices.
Furthermore, Google's hardware business, which includes products like the Pixel smartphone
and Google Home smart speaker, is designed to complement its other businesses. For example,
the Google Home device can be used to search the web, play music from Google Play, and
interact with other Google services.
Another remarkable business strategy of Google is the creation of interdependence across
different industries and sectors through vertical integration or alignment. The company has
successfully promoted the importance of the Internet, digital communication, and other
technologies at the forefront of diverse business organizations.
Take note of the publishing and media industries as a collective example. The AdSense
program remains one of the best online advertising programs because of the expansive list of
advertisers and the possibility for higher revenue generation. This fact has prompted established
online publishers and media organizations to use AdSense for their online revenues.
Another example is the dominance of Google Search. This search engine remains the most
popular globally, and the Internet giant maintains this dominance by creating and maintaining
an ecosystem that depends on other Google products and services.
Google's vertical strategy is based on creating interdependencies between its various businesses
to create a more cohesive and integrated ecosystem. By doing so, the company can leverage its
strengths in each area to drive growth and maintain its position as a leading technology

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company.

The competitors:

Google’s Search Competitors

1. Bing
2. Yahoo!
3. Baidu
4. Yandex
5. DuckDuckGo
Google Online Advertising Competitors

1. Facebook
2. Alibaba
3. Amazon Inc.

Google’s Competitors in Personal Computing and Productivity Services

1. Microsoft

2. Apple

3. Yelp

4. Morzila

5. Adobe

Google’s Competitors in Video-Sharing and Streaming Services

1. Amazon Fire TV
2. TikTok
3. Instagram

Google’s Cloud Services Competitors

1. Amazon Web Services (AWS)
2. Microsoft Azure
3. Alibaba Cloud

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Workforce diversity, technological innovation & globalization:

Google is a multinational technology company that operates globally and has a diverse
workforce. The company's workforce diversity is a core part of its corporate culture and is
reflected in its hiring practices, employee training programs, and community outreach
initiatives.

In terms of workforce diversity, Google has made significant efforts to increase representation
among underrepresented groups, such as women, people of color, and individuals with
disabilities. The company has implemented various programs and initiatives to promote
diversity, equity, and inclusion, including unconscious bias training, diversity recruiting, and
employee resource groups.
Technological innovation is at the core of Google's business. The company is known for its
expertise in search engines, online advertising, cloud computing, and mobile devices. Google
invests heavily in research and development to stay ahead of the curve in terms of technological
innovation.

Google's global presence is reflected in its products and services, which are used by billions of
people around the world. The company has a strong presence in many countries and operates in
various languages, making its products accessible to a diverse global audience.

Performance Paradigm is helping Google do just that. The company has been advising top
business leaders for nearly 30 years about how to shift the conversation around diversity, equity
and inclusion (DEI) to create more deeply engaged leaders and teams. “A lot of senior
leadership is afraid of messing up. I don't care if you mess up. If you are trying, at least you’re
showing evidence of effort. That will make your team stay. We need people to get involved and
stay engaged.” Reggie Butler, founder of Performance Paradigm, says.

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Google has contracted Performance Paradigm to develop their own diversity, equity, and
inclusion programs, Examined Human and Digital Human (alongside creative technology
company Left Field Labs, a partner on the project). Through shared experiences and
community building, the partnership is a disruptive way to truly incorporate DEI within
Google. The collaboration between Performance Paradigm and Google offers actionable
insights for executives looking to Lead with Us.

 9 of the biggest new technologies and products from Google:

Robot Calling Human

Gmail Will Write Your Emails

A New AI Chip

Maps Gets an AR Upgrade

AI-Powered Pic Sharing

A New News App

Robot Manners

X-Like Gestures

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Google Recruitment Process:

One of the most notable statements of Eric Schmidt, the CEO of Google Inc. is that “Google
invests in people.” The main reason why people from different cultures, have been dreaming of
being recruited and hired by Google is that the company offers possibly the most outstanding
job compensation packages any normal employee could ever enjoy.

In order to attract the best employees, Google draws them by the promise of wealth and luxury,
providing their employees with almost everything an employee could possibly need, from
absurdly high compensations to extravagant and luxurious benefits like gourmet food, carwash,
gym, snacks, exercise classes, dry cleaning services, car services, haircuts, oil changes,
massages, check-ups and many more, all for free.

Nevertheless, the recruitment process was also far beyond ordinary. Several people who have
had experience in the Google recruitment process narrates that the experience was totally nerve-
wracking. One applicant who underwent interviews for Google has had five to seven interviews
in one day for two to three straight days. That applicant claims that the interviews were tough
with some of the brightest people in the world, conducting the interviews filled with brain
teasers, algorithmic problems, and IQ tests.

With a mission to organize the world's information and make it universally available, Google
seeks candidates who are absolutely sure of their interests and passion apart from their skills.
The hiring process at Google is as follows:

Step 1: Screening of the resume

In this initial screening step, the hiring manager screens through all the application forms and
resumes received to find the potential candidates. They then contact the shortlisted candidates
to brief them regarding the further steps. Here, you may be asked to do a brief online
assessment, like a coding quiz, if need be.

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Step 2: Interview

The interview process is the same for every job profile. It includes the following stages:

Virtual interviews
Project work

In-depth Interviews

Step 3: Final assessment and review process

The candidate is assessed based on everything- the application form, resume, projects,
assignments, and candidate responses in the interviews. Then, ranking is done based on
candidate performance to determine the hiring outcomes. After proper assessment, the hiring
team shortlists the best-suited candidates for the job.

Once the list of most suitable candidates is ready, the compensation committee reviews and
finalizes the compensation/salary for the offer, and the top executive reviews the employment
offers before they are extended to the candidate.

Step 4: Hiring decision and offer.

The recruiter reaches out to the selected candidates with the offer. Once the offer is accepted,
Google's onboarding process starts wherein the concerned team preps the candidate regarding
the insurance, company culture, benefits, badging, etc.

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How Google does Employer Branding:

Google’s employer branding is said to be one of the best in the world if not the best branding
there is. Google mainly focuses on content branding to attract talent & their prospective
employees. The company is known for its excellent approach to employees, as well as its
knack for building a strong employer value proposition. Every year, the company receives
approximately 3 million resumes, of which they pick only 7,000 new employees.

So, let us take a look at a few branding policies in Google,

 The high earnings that Google is simply able to offer. Even if it doesn't entirely tempt
potential employees, they will certainly be convinced by various additional benefits.
Google provides some of the better paid parental leaves. For example: If the parent is the
primary carer of the home, he or she can get as much as 18 weeks of paid leave. In
addition, of course, the future mother or father can benefit from additional help and
consultation regarding work after such a longer leave.

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 Another aspect that convinces people to work at Google is the whole working culture
associated with this company, numerous benefits, campus-style workspace, swift
leaders, and more. For example: employees get to bring their pets at work; they have
free meals; they get generous holidays.

 The third thing to pay attention to is the emphasis on self-development of employees.

Google uses the so-called 70-20-10 model, where each employee devotes 10% of their
time to training, 20% to developing their own ideas, and 70% to the rest of the tasks
assigned by the company. This makes it possible for the employees to feel an important
part of the company and to contribute to its progress. About half of Google's products
are made up of these 20% of employee activities.

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Satisfied employees became a walking advertisement of the company, recommending it to

friends and in the mass media.

Google’s approach is more about showing how their ideals about innovation are actually
applied. Its careers page (https://careers.google.com/ ) resembles the homepage of a tech
magazine, complete with stories about employees, professional tips, and videos. Innovation is
not just a vague claim but a theme running through the content.

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How Google’s HR processes helps the company achieve their strategic goals:

Google’s human resources policies and work culture are unique in the way that staff and
managers are allowed to try new approaches and learn from their mistakes. This epitomizes
Google’s contemporary approach to human resources as opposed to traditional practices. This
also indicates that Google’s strategic role to human resources management is where talent
management plays a significant role in its success.

Google’s compensation program rewards strong performance and its training programs help
overcome weaknesses and underperformance of its employees. Google also emphasizes
employment development through on the job learning and training. Indirect decision making is
also evident and considered. This helps creativity, morale, and esprit de corps (team spirit).

Google’s worldwide offices ensures a balanced representation of the best talent from diverse
backgrounds and, this leads to the creation of better products and services, it also forms the
foundation through which Google serves its diverse customer bases throughout the world.

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Analyse and link the information to the theoretical concepts:

Google’s HR management uses different types of needs analysis, such as organizational

analysis, work analysis, and cost-benefit analysis. Organizational analysis identifies new human
resource needs based on the firm’s current situation. For example, in developing new products
and investing in new businesses, Google conducts organizational analysis to determine the
corresponding human resource requirements. Work analysis determines the specific
requirements to fulfill work tasks.

Google applies work analysis on new jobs, or when an organizational restructuring has just
occurred. Cost-benefit analysis determines the practicality of training programs and activities.
Google’s HRM objective in using this type of analysis is to maximize the benefits achieved
through training programs.

Program Design: Google’s HR management uses a combination of the relational model

and the results-oriented approach for training program design. The relational model
focuses on the relationship of the company with employees.

Delivery: Google’s human resource management delivers training programs in various ways,
such as discussions, simulations, and on-the-job training. Discussions enable Google to
maintain rich communications involving employees. With rich communications, training
programs also benefit through maximum feedback from the trainees.

Evaluation: Google has summative and descriptive purposes in evaluating training

programs. The summative purpose is to determine the effectiveness of the program in
developing human resources.